In Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, you will learn how to convert marketplace data into actionable marketing information using the two dominant approaches, behavioral data that exists and customer insights gathered for a specific purpose, and how interactions in the research process give managers and researchers confidence in the result. BASIC MARKETING RESEARCH's easy-to-read writing style helps you see the research process from the perspectives of researchers who gather information and marketing managers who use it and helps you apply your market research skills in experiential learning activities.

Book Information
ISBN 9780357901847
Author Gilbert Churchill
Format Paperback
Page Count 400
Imprint South-Western College Publishing
Publisher Cengage Learning, Inc
Weight(grams) 771g